What a brand book includes
- Brand foundations: mission, values, positioning and personality.
- Logo usage: versions, sizes, clear space and what not to do.
- Colors: the palette, with exact codes (HEX, RGB and CMYK).
- Typography: fonts, sizes and hierarchy.
- Imagery: photo style, illustrations and icons.
- Tone of voice: how the brand writes, with examples.
- Templates: for presentations, social media posts, documents and ads.
Graphic charter vs brand book
A graphic charter, a term common in French-speaking countries, focuses on the visual rules: logo, colors, fonts and layouts. A brand book usually covers those as well as the brand’s strategy and voice.
Keeping it useful
Make it practical, with do’s and don’ts and ready-made files. Share it with everyone who creates content, and update it as the brand evolves.